Susan M. Fournier and Elizabeth M. Ineson
The purpose of this paper is to examine the predictive value of age, gender and work experience in relation to hospitality management (HM) academic success, as measured by year…
Abstract
Purpose
The purpose of this paper is to examine the predictive value of age, gender and work experience in relation to hospitality management (HM) academic success, as measured by year one leadership programme (LP) achievement and cumulative grade point average (CGPA). The association between LP and CGPA success and internship performance is also evaluated.
Design/methodology/approach
The sample comprised 349 international undergraduate HM students. Secondary data were compiled and analysed using SPSS. Eight hypotheses, developed from the literature were tested using χ2, t-tests and Kruskal-Wallis tests as appropriate.
Findings
Although age was not a predictor of success, males significantly outperformed females. Pre-programme work experience was not a predictor of LP performance but length of paid work experience and supervisory work experience were linked significantly to mean CGPA. LP achievement was positively associated with CGPA and with successful internship completion.
Research limitations/implications
Although the student sample was international and spanned three cohorts, the data collection was limited to one institution.
Practical implications
Pre-programme work experience, in particular supervisory experience, and the incorporation of management competency-linked LPs into first-year HM curricula are recommended.
Originality/value
The paper contributes to the under-researched predictive value of age, gender and pre-programme work experience in relation to HM academic performance, in particular in an LP context. An additional innovative finding is the positive association between LP achievement and success in HM professional practice.
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Gonzalo R. Llanos-Herrera and Jose M. Merigo
The purpose of this paper is to present a global view of the research that has been conducted regarding brand personality by using the Core Collection of the Web of Science (WoS…
Abstract
Purpose
The purpose of this paper is to present a global view of the research that has been conducted regarding brand personality by using the Core Collection of the Web of Science (WoS) as a reference. The main bibliometric indicators considered are number of articles, number of citations, main authors, principal journals, institutions, countries and keywords.
Design/methodology/approach
Through a bibliometric investigation, this paper performs an analysis of investigations of brand personality that have been conducted to date. In particular, the analysis focuses on the papers that have generated the greatest impact in the scientific community, the journals that have given the most attention to this concept and the authors who have most strongly influenced the academic world in this field. The analysis reveals a series of relationships between the bases of knowledge considered for different authors and journals and the structure of those relationships based on the keywords considered in each contribution.
Findings
This analysis allows to obtain a general and impartial view of brand personality research, and it reveals the most relevant contributions to the academic world in terms of authors, journals, institutions, countries and keywords. The analysis shows that the concept under study seems to still be in an early stage of development and there may well be an important amount of development ahead. Although there have been important contributions to this field, work is still required to consolidate this knowledge.
Research limitations/implications
The information provided pertains to a relatively specific subject but is still general when considered within the context of this topic and thus leaves aside elements that could greatly enrich the analysis. However, this work presents some important guidelines for conducting in-depth academic research and publication.
Practical implications
This work identifies the most productive and influential authors, journals, institutions and countries regarding this important topic, as well as the leading trends in this field. Applying those concepts would be helpful to improve the effectiveness of the promotion of brands and products.
Originality/value
The work developed in this article provides an overview of the academic research on brand personality that has been conducted as of April 2018. Another differential characteristic is that this research deeply investigates this concept, considering all the articles published in WoS worldwide.
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This paper argues for the following sensitizing proposition. At its core, much of consumer behavior that involves brand meanings is an attempt to influence, or symbolically mark…
Abstract
Purpose
This paper argues for the following sensitizing proposition. At its core, much of consumer behavior that involves brand meanings is an attempt to influence, or symbolically mark, interpersonal relationships.
Methodology/approach
This paper presents a conceptual argument based on a literature review.
Findings
First, I argue that our pervasive concern with other people is a basic genetic component of human beings, and discuss some possible evolutionary pressures that may have led to this result. Then I discuss how this pervasive concern influences consumer behavior related to brand meanings. This discussion is structured around two aspects of social relationships: interpersonal closeness and social status. Relationship closeness is discussed with regard to brand communities, gifts, special possessions and brand love, and the often hidden ways that social relationships permeate everyday consumer behavior. Social status is discussed with reference to materialism. Materialism is sometimes misunderstood as an obsession with physical object, or as occurring when people care more about products than they do about people. In contrast, I argue that materialism is better understood as a style of relating to people.
Originality/value
This paper integrates a range of disparate findings in support of a broadly applicable generalization that nothing matters more to people than other people. This generalization can function as a sensitizing proposition that managers and researchers can bear in mind as they seek to interpret and understand how brand meaning influences consumer behavior.
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Renuka Kamath and Ashita Aggarwal
Marketing management, brand management, brand loyalty, brand consumer behavior.
Abstract
Subject area
Marketing management, brand management, brand loyalty, brand consumer behavior.
Study level/applicability
MBA program or the Executive Education program.
Case overview
Anubhav Jain, Marketing Head of Digamber Industries, is concerned about the national launch of Surya Gold tea. The brand had been doing well in Jabalpur (Madhya Pradesh, India) with almost 20 per cent market share. However, market reports suggested that retailers primarily pushed the brand and consumers had little loyalty for Surya Gold. Owing to lower repeat purchases, Jain had to spend large amount of money on consumer acquisition. For the national launch, a large base of loyal consumers was critical for business growth. He understood brand loyalty but found it a difficult proposition to relate from consumers' perspective. Market consultants were hired to conduct a qualitative research based on Susan Fournier's work on consumer-brand relationships. The case gives an account of conversations with professed lovers of tea to understand consumer behavior toward tea, including why people drink tea, how they choose their brands and what makes them re-buy or change brands. The case makes certain propositions around brand loyalty, which Jain had to decode to understand tea consumers in India, how brand loyalty develops and changes over time, and hence, how should he plan his marketing strategy. The case attempts to help students critique traditional definitions of brand loyalty, understand and evaluate the concept from consumers' perspective and highlight its importance in marketing strategy planning by explaining evolution, various types and intensity of brand loyalty.
Expected learning outcomes
The broad objective of the case is to strengthen participants' understanding of brand loyalty concept and also appreciate the importance and role of brands in consumer's life. The case can be used for MBA or executive education in brand management or consumer behavior courses. The specific objectives of this case are to help students appreciate the variations in brand loyalty across consumers and critically assess the traditional definition of loyalty, highlight the connection between the consumer personality and the brand attributes, help them understand how the concept of brand loyalty and brand relationship affects consumers' attitude and behavior, help students understand as to why brand loyalty develops and how it can be maintained and expose students to qualitative unstructured data and give them an experience of using it for managerial use.
Supplementary materials
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Edgar Centeno, Jesus Cambra-Fierro, Rosario Vazquez-Carrasco, Susan J. Hart and Keith Dinnie
The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its…
Abstract
Purpose
The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to its creation and development and the intuitive nature of this relationship.
Design/methodology/approach
A grounded theory approach was used, and data were collected through a set of 36 semi-structured interviews with 30 SME owner-managers in various sectors in Mexico.
Findings
The results indicate that SME owner-managers intuitively humanise their brands. The study revealed four pathways to develop the brand-as-a-person metaphor in the SME context: through personality traits, tastes and preferences, abilities and knowledge and values, all suggesting that SMEs’ brand-as-a-person metaphors are largely an extension of their owner-managers.
Research limitations/implications
The paper presents a theoretical framework that illustrates the four pathways to the creation and development of brand-as-a-person that are derived from the brand’s relationship with the SME owner-manager. The results of cross-industry semi-structured interviews are limited to a single culture context.
Practical implications
SME owner-managers should first undertake an introspective personal assessment of their intuitive and conscious decision-making, as SME owner-managers often make decisions in an intuitive way. The results suggest that they should act in a more conscious, responsible and rational way when formulating their brand strategies.
Originality/value
This is the first study to clarify the profound influence of SME owner-managers’ personal characteristics, including personality traits, tastes and preferences, abilities and knowledge and values, on the brand-as-a-person metaphor. This study also confirms the intuitive learning strategy formulation of SME owner-managers’ branding practices and SMEs’ need for a more rational approach to branding.
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Suzanne C. Makarem, Susan M. Mudambi and Jeffrey S. Podoshen
This paper aims to determine the importance of the human touch in customer service interactions.
Abstract
Purpose
This paper aims to determine the importance of the human touch in customer service interactions.
Design/methodology/approach
The paper is based on two original studies using tech‐savvy respondents, utilizing a survey and scenario‐based research.
Findings
The paper finds that, even for tech‐savvy customers, human touch is an important factor in both customer satisfaction and behavioral intentions.
Research limitations/implications
The study is limited to US respondents and telephone‐based service encounters.
Practical implications
This paper shows the importance of keeping some aspects of the human touch in customer encounters with the firm. Firms cannot rely on self‐service technology for all services.
Originality/value
This paper fulfills a gap in the existing services literature, with a specific focus on valuing human interaction in technology‐enabled service encounters.